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Yahoo! unveils Panama APIs

Yahoo! has released a set of application programming interfaces (APIs) that allow advertisers to tailor their experience with the company’s search marketing platform.

Three levels of tweaking capability are available to developers, each of which allows for customisation of the out-of-the-box new Panama engine, which was released in the UK last week.

A basic free level aimed at small advertising agencies and technology companies gives participants technical support on top of the core API access, while an advanced level aimed at faster-growing outfits gives additional account management features and service level commitments.

An elite level for large organisations adds a regular business review with Yahoo!, allows joint marketing coordination and gives access to the product roadmap.

For example, Marchex, a Seattle-based search marketing buyer, said it would unlock geo-targeting features in Panama to provide more specific campaigns to its clients.

“We’re trying to take the program and industry to a new level by providing these commercial value-added services by opening up access more broadly,” said Yahoo! sales technology MD Dan Boberg.

“We’ve left the stage where businesses in the search marketing space can afford to get by with whatever service is available. There’s a gap in the industry where most search providers are not stepping up to provide robust enterprise-class services.”

Have you seen the new Google Checkout icons which are displayed with paid search ads where the merchant is using Google Checkout? The evidence we’ve heard so far is that those icons lead to a higher click through rate.